Analiza i ocjena difuznog hotela kao održivog poslovnog modela
Studija slučaja ‘Ražnjevića dvora’
DOI:
https://doi.org/10.15291/oec.3652Ključne riječi:
Albergo diffuso, održivi poslovni model, angažman dionika, održivi razvoj turizma, održiva vrijednost, tokovi vrijednostiSažetak
Literatura o društvenom poduzetništvu kontinuirano naglašava potrebu za inovacijama u poslovnim modelima kako poduzeća dobivaju sve veći značaj u postizanju održivog razvoja. Međutim, nedostaje praktičnih primjera održivih poslovnih modela, što onemogućuje njihovo brže usvajanje među poduzetnicima. Ovaj rad analizira i ocjenjuje alternativni model hotelskog smještaja - albergo diffuso, koji mnogi autori smatraju primjerom održivog poslovnog modela. Albergo diffuso se koristi za ponovno pokretanje turizma i revitalizaciju ruralnih područja, jer obnavlja stare zgrade, otvara nova radna mjesta, uključuje lokalne poljoprivrednike i poduzetnike u mrežu stvaranja vrijednosti i čuva lokalne tradicije. U ovom je radu kvalitativnim istraživačkim pristupom analiziran poslovni model hrvatskog difuznog hotela ‘Ražnjevića dvori’ korištenjem polustrukturiranih intervjua. Turizam je od velike važnosti za gospodarstva diljem svijeta, ali u isto vrijeme donosi mnogo negativnih ekoloških i društvenih utjecaja na lokalne zajednice. Stoga je za postizanje održivog razvoja turizma potrebna održiva inovacija, a posebice veliki značaj imaju inovacije poslovnih modela. Ovo istraživanje je pokazalo da se albergo diffuso može smatrati održivim poslovnim modelom, jer prvo, stvara održivu vrijednost, drugo, uključuje dionike u vrijednosnu mrežu i uspostavlja međusobne tokove vrijednosti i, treće, internalizira negativne okolišne i društvene eksternalije. Autorice zaključuju da bi, uz male prilagodbe, albergo diffuso, kao održivi poslovni model, mogao doprinijeti održivom razvoju turizma, međutim, zbog ograničenja studije, koja uključuje mali uzorak istraživanja i primjenu na pojedinačnom slučaju, zaključci se ne mogu generalizirati i postoji potreba za daljnjim istraživanjem.
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